Explicating Choice of MTN® Advertising Frameworks in Nigerian Print Media

The meaning that a communicator intends to make determines the choice of the lexemes that the individual employs. Thus, this study explored the textual choices of MTN advertisements; as such entities were utilised to generate meaning potential. Seven advertisements of MTN functioned as the objects...

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Autores principales:	Taofeek O Dalamu, Ogunlusi Gbenga
Formato:	article
Lenguaje:	EN
Publicado:	Universitas Cokroaminoto Palopo 2020
Materias:	Advertising Choice Rheme Textual Metafunction Theme Language and Literature P
Acceso en línea:	https://doaj.org/article/04372071848d464cbb26f6a514c7e139
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spelling	oai:doaj.org-article:04372071848d464cbb26f6a514c7e1392021-12-01T19:20:38ZExplicating Choice of MTN® Advertising Frameworks in Nigerian Print Media10.30605/25409190.1632355-34482540-9190https://doaj.org/article/04372071848d464cbb26f6a514c7e1392020-09-01T00:00:00Zhttps://ethicallingua.org/25409190/article/view/163https://doaj.org/toc/2355-3448https://doaj.org/toc/2540-9190 The meaning that a communicator intends to make determines the choice of the lexemes that the individual employs. Thus, this study explored the textual choices of MTN advertisements; as such entities were utilised to generate meaning potential. Seven advertisements of MTN functioned as the objects of analysis. The application of Halliday’s Theme-Rheme theoretical lens permitted the processing of the MTN advertisements into various semiotic slots. Such conceptual procedure informed the calibration of the textual components into different frequencies, using the table and graph to demonstrate clearer pictures of the outcomes. Observations showed the kinds of MTN advertising textual choices in two distinct sequences. The first was the thematic choices in the form of marked (As Nigerians, we can weave…), unmarked (Friends are the reason…) and conjunctive logical (so, and, that) constructs. The second aspect was the clause choices available in the texts. These clause choices emanated as declarative (Love is a feeling…), imperative (So reach out) with predicated themes (Share the priceless gift of love), and interrogative (Are you in love?) elements. One could also acknowledge disjunctive grammar (A year of new challenges…) and minor clauses (Happy Valentine’s Day), operating in the communications. Contextually, the study might influence the MTN telecommunications operator to review the nature of textual choices of persuasion, having understood the structures available in the current analysis. Taofeek O DalamuOgunlusi GbengaUniversitas Cokroaminoto PalopoarticleAdvertisingChoiceRhemeTextual MetafunctionThemeLanguage and LiteraturePENEthical Lingua: Journal of Language Teaching and Literature, Vol 7, Iss 2 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	Advertising Choice Rheme Textual Metafunction Theme Language and Literature P
spellingShingle	Advertising Choice Rheme Textual Metafunction Theme Language and Literature P Taofeek O Dalamu Ogunlusi Gbenga Explicating Choice of MTN® Advertising Frameworks in Nigerian Print Media
description	The meaning that a communicator intends to make determines the choice of the lexemes that the individual employs. Thus, this study explored the textual choices of MTN advertisements; as such entities were utilised to generate meaning potential. Seven advertisements of MTN functioned as the objects of analysis. The application of Halliday’s Theme-Rheme theoretical lens permitted the processing of the MTN advertisements into various semiotic slots. Such conceptual procedure informed the calibration of the textual components into different frequencies, using the table and graph to demonstrate clearer pictures of the outcomes. Observations showed the kinds of MTN advertising textual choices in two distinct sequences. The first was the thematic choices in the form of marked (As Nigerians, we can weave…), unmarked (Friends are the reason…) and conjunctive logical (so, and, that) constructs. The second aspect was the clause choices available in the texts. These clause choices emanated as declarative (Love is a feeling…), imperative (So reach out) with predicated themes (Share the priceless gift of love), and interrogative (Are you in love?) elements. One could also acknowledge disjunctive grammar (A year of new challenges…) and minor clauses (Happy Valentine’s Day), operating in the communications. Contextually, the study might influence the MTN telecommunications operator to review the nature of textual choices of persuasion, having understood the structures available in the current analysis.
format	article
author	Taofeek O Dalamu Ogunlusi Gbenga
author_facet	Taofeek O Dalamu Ogunlusi Gbenga
author_sort	Taofeek O Dalamu
title	Explicating Choice of MTN® Advertising Frameworks in Nigerian Print Media
title_short	Explicating Choice of MTN® Advertising Frameworks in Nigerian Print Media
title_full	Explicating Choice of MTN® Advertising Frameworks in Nigerian Print Media
title_fullStr	Explicating Choice of MTN® Advertising Frameworks in Nigerian Print Media
title_full_unstemmed	Explicating Choice of MTN® Advertising Frameworks in Nigerian Print Media
title_sort	explicating choice of mtn® advertising frameworks in nigerian print media
publisher	Universitas Cokroaminoto Palopo
publishDate	2020
url	https://doaj.org/article/04372071848d464cbb26f6a514c7e139
work_keys_str_mv	AT taofeekodalamu explicatingchoiceofmtnadvertisingframeworksinnigerianprintmedia AT ogunlusigbenga explicatingchoiceofmtnadvertisingframeworksinnigerianprintmedia
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Explicating Choice of MTN® Advertising Frameworks in Nigerian Print Media

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